Lesson 3: Defeating Your Competition with Long Tail Keyword Optimization


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This was the third presentation I conducted at FlyingTeachers, in which I revealed how they can out-rank their competition using cunning and witty online marketing methods like keyword phrases

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Lesson 3: Defeating Your Competition with Long Tail Keyword Optimization

  1. 1. By Sufi Mohamed<br />The Glaring Facts<br />Search Engine OptimizationLesson 3: The Theory of Long Tail Search<br />
  2. 2. Agenda<br />What is Long Tail Search?<br />The Long Tail in Action<br />Characteristics of Long Tail Keywords<br />Long Tail vs. Broad Head<br />Working from the Bottom Up<br />Tying it all together<br />
  3. 3. What is Long Tail Search?<br />What is the benefit of using these types of keywords? What are they? What are their function and why do I need them?<br />
  4. 4. Principles effecting how people use SEs<br />Zipf’s Law (George Kingsley Zipf 1902-1950)<br />A word used often is likely to be a broad, common word, whereas a word used less often is likely to be a narrower, more specific word.<br />Pareto’s Principal<br />Also known as the 80/20 Rule, this principle holds that for any given event, 80 percent of the results come from 20 percent of the activity.<br />The Long Tail<br />A large portion of semipopular products generate small amounts of income that when added together can be equal to or larger than the income generated by the very popular products.<br />
  5. 5. What is Long Tail Search?<br />Barnes and Noble (Store) vs. Amazon.com (eCommerce)<br />There are an average of 300,000 books in the store and they sell a certain number every month and so they only put items that are in high demand (i.e. Harry Potter books)<br />There are millions of books stocked by Amazon warehouses and they don’t sell more than twice each month  it costs Amazon much less to make these available to customers (Amazon stocks popular items for fast shipping from their warehouses), other niche books are housed in user’s warehouses<br />20% of sell the most, 80% sell to less popular niches<br />
  6. 6. The Long Tail in Action<br />Long Tail Theory holds that a large number of niche products can, and do, generate huge volume of sales.<br />Vertical axis represents the value and competitiveness of keywords<br />Horizontal axis represents the number of keywords alike<br />The internet is a giant conglomeration of both popular and obscure information<br />Niche information can consist of several keywords similar to the overtly competitive one<br />When choosing keywords, you have to look at all the words that are indicative of your chosen topic<br />
  7. 7. The more precise the keyword, the more competitive, the more specific and detailed the search, the less competitive, the fewer the audience<br />
  8. 8. An Example of Long Tail KeywordsThey Add Up<br />
  9. 9. Characteristics of Long Tail Keywords<br />They are not actually keywords, they are key phrases that are very specific<br />People are in saerch for the specific, they want precise information a great deal of the time<br />Long Tail key phrases have the following in common:<br />Average 3-5 words in length<br />Usually not competitive phrases<br />Often related to a product/specific bit of information<br />Each phrase generates only a few clicks each month<br />
  10. 10. Characteristics of LT Keywords Cont…<br />These keywords are not random, they have a specific purpose and specific designation<br />People do not input random information, people are always looking for something specific<br />You need to know how to target these specific searches using both:<br />Broad terms<br />Narrower Long Tail phrases<br />
  11. 11. Some Useful Information People Search For<br />Product Names<br />Product functionality<br />Product appeal<br />Product quality<br />Product usefulness<br />Specific terms and geographical locations<br />Uses of products<br />Solutions to problems<br />General industry terms<br />Specific industry terms<br />General and geographical locations<br />Long Tail Keywords can add a sizable chunk of the clicks that are generated each day. LT methods are very important to your SEO Strategy<br />
  12. 12. From the Bottom Up<br />
  13. 13. Working from the Bottom Up<br />At the beginning, one-word keyword phrases are not where you want to try your luck<br />Have a few broad popular terms that everyone is fighting for on the SERPs<br />Have narrow keywords people will likely search for, encourage sales and go for high ROI, request newsletter signups<br />braod-term keywords will not achieve your needs right now, but they might in the future.<br />
  14. 14. From the Bottom Up Cont…<br />You need people who will convert quickly, so you look for people who search for something specific<br />These people have a goal in mind, they might be interested in purchasing or signing up to your newsletter<br />Don’t optimize one over the other, they work together and are required for full on-page and off-page SEO strategy<br />You need to put pages together with specific target keywords immediately before publishing. A progression from broad keywords to narrow keywords is recommended per page <br />
  15. 15. The Bigger Picture<br />
  16. 16. Tying it All Together<br />Long Tail Keywords will likely generate the most traffic for you in the beginning<br />If you optimize your site for those LT words, you should very quickly begin to see results from those efforts<br />Competition for LT keywords isn’t as competitive as broader terms, so begin your traffic with the specific and work towards broader terms<br />Broad keywords tend to be more expensive when you’re using PPC campaigns.<br />
  17. 17. Tying it All Together Cont…<br />It’s possible to rank on the first page for some LT words/phrases within a few days/hours<br />Narrow terms, less competition<br />LT Keywords target visitors that are in the buying process, meaning that they are ready for a commitment (doesn’t matter if they sign up for your newsletter or they purchase something from you)<br />LT keywords are a part of a strategy, not the pinnacle solution to your keyword problems.<br />
  18. 18. Conclusion<br />Thank you for reading these slides, I hope you learned something!<br />
  19. 19. Brought to you by Sufi M @ The Glaring Factshttp://www.theglaringfacts.com<br />